Useful or Creepy? The Effect of Exchanged Benefits and Information Collection in Social Media Advertisements

Authors: S Kwon, NL Kim

Published: 2025

Publication: International Textile and Apparel ..., 2025 - iastatedigitalpress.com

Consumers are more willing to disclose personal information in social media advertising when they perceive exchanged benefits, such as monetary rewards and personalized recommendations, outweigh the risks; the method of information collection (overt vs. covert) does not significantly affect this decision.

Methods: An online survey was conducted among U.S. Instagram users to assess attitudes toward benefit-risk trade-offs in personal data disclosure for advertising purposes.

Key Findings: Willingness to disclose personal information, click-through intentions, and purchase intentions based on perceived benefits and risks in social media advertisements.

Limitations: The moderating effect of the information collection method (overt versus covert) was not significant, indicating potential limitations in sample diversity or methodological scope.

Institution: University of Minnesota

Research Area: Social Media Advertising, Consumer Perception,Information Collection Ethics in Marketing, Social Science.

Discipline: Social Science, Marketing

Sample Size: 199 participants

Citations: 1

DOI: https://doi.org/10.31274/itaa.18830